A great presentation on WOA, by Dion Hinchcliffe.

1. Web-Oriented
Architecture
(WOA)

2. Introduction
Dion Hinchcliffe
• ZDNet’s Enterprise Web 2.0
– http://blogs.zdnet.com/Hinchcliffe
• Social Computing Magazine – Editor-in-Chief
– http://socialcomputingmagazine.com
• Enterprise 2.0 TV Show
– http://e2tvshow.com
• Hinchcliffe & Company
– http://hinchcliffeandco.com
– mailto:dion@hinchcliffeandco.com
• Web 2.0 University
– http://web20university.com
• TWITTER: DHINCHCLIFFE

3. A Short History of Software

4. An issue of complexity
• Developers have resolved most
architectural issues historically by:
– Choosing the right data structures;
– Identifying or creating algorithms, and;
– By applying the concept of separation of
concerns.

5. The network
began to
further
complicate
the issue

6. Integration has become a
dominant, top-level activity
• “Research has shown that more than
30 percent of IT spending is on
integration” – Bitpipe
• “Integration consumes more than 40%
of IT resources” – Aberdeen Group
report
• “Software integration is up to 60% of
enterprise software projects.” - Oracle

7. SOA Definition
• SOA is a modular software architecture, and
the modules are services designed to interact
with each other.
– Important Note: SOA also contains higher order
constructs such as composite applications,
orchestration, coordination, and more exist.
• SOAs are usually based on open standards to
encourage automatic interoperability of
services designed separately.

8. A Central Goal of SOA:
Turning Applications Into Open
Platforms
• Openly exposing the features of software and data to customers,
end-users, partners, and suppliers for reuse and remixing
• This strategy requires documenting, encouraging, and actively
supporting the application as a platform
– Has serious governance implications
• Provide legal, technical, and business reasons to enable this :
– Fair licensing, pricing, & support models
– A vast array of services that provide data that uses need
– A way to apply these services to business problems rapidly and
inexpensively.

9. But existing SOA models
have been challenged
• Most SOA initiatives are delivering low ROI to the
business
• The reasons are many but boil down to:
– SOA technologies have proven to have challenges compared to
more successful models.
– Top-down enterprise architecture moves slower than the
environment changes.
– Important avenues of SOA consumption and production points
were often excluded from participation.
• SOA is still, however, the dominant organizing model for enterprise
architecture.

10. Key trends on the Web today
• The growth of networked services
with highly valuable open and
“portable” data .
• Users by the tens of millions putting
modular Web parts on their blogs
and user profiles to host the pieces
of the Web that they want to share.
• Businesses connecting to each other
over the Internet via Web services by
the hundreds of thousands.
• The increasing realization that there
is limited business value in single
applications…

11. The Openness of 2.0 Apps
• Building open platforms instead of stand-alone
applications
• Forming self-distributing ecosystems
• Spreading products far beyond the boundaries of a site
• APIs, widgets, badges, syndication -> mashups
• In other words: Being everywhere else on the network
• Building on the shoulder of giants
• Offering and consuming widgets, libraries, and APIs
• The automated mass servicing of markets of low
demand content and functionality (The Long Tail)
• Which represents the bulk of the demand

12. The Global SOA has surpassed our
enterprise SOAs
• Some businesses have
hundreds of thousands of
users of their SOA
• Most are using WOA models
for this
• Hundreds of companies
have opened their SOA to
the Web
– Mostly startups or established
Internet companies that
understand the Web
– But larger companies are
beginning to understand this.

13. Examples
• Amazon and their highly successful Web Services Division
(with hundreds of thousands of business consumers of their
global SOA)
– Over $300 million in revenue last year
• Google and its numerous and varied open Web APIs from
Google Maps to Open Social
• eBay and billions of dollars in listings it generates through its
public SOA
• Applications like Twitter.com
– Gets 10 times the use through its APIs than from its user interface.
– A new generation of applications that are primarily used via their Global SOA presence.
• Netflixprize.com, Gold Corp, and many others

14. WOA is for enterprises too
• Classical SOA is holding it’s own but is
not growing
• SOAP is in decline, with 54% planned use
last year to 42% planned use this year
• Reported enterprise use of REST grew
from 14% last year to 24% over the same
timeframe.
• Source: 2009 Information Week study.

15. The traditional application model
has evolved as well

16. It Also Means
There’s A Lot
To Master
Today

17. Networked applications today
are deeply integrated

18. The motive force of 2.0:
Harnessing the intrinsic power of networks
• “Networked applications that explicitly
leverage network effects.” – Tim O’Reilly
• A network effect is when a good or service
has more value the more than other people
have it too.
• Two-way participation is the classic litmus
test of a Web 2.0 system.

19. Demand for Widespread
Cross-Organization Integration
• “48 percent of the
CIOs we surveyed
said that they plan
to implement
service-oriented
architectures for
integration with
external trading
partners this year.”
– McKinsey & Co.

20. And we now have real-world
experience with traditional SOA
• Classical SOA was an
excellent first try but
has a long list of
challenges for the
outcomes we desire
today.
• The model of the Web
has continued to
teach us about how to
structure information
and services.

22. Strange Attractors: Similarities
between Web 2.0 and SOA
• Web 2.0 • SOA
– Software as a service – Software as services
– Interoperability based on – Interoperability based on
Web principles heavyweight standards
– Applications as platforms – Applications as platforms
– Encourages unintended uses – Permits unintended uses
– Mashups – Composite Apps
– Little user interface
– Rich user interfaces guidance
– Architecture of Participation – Little prescription of
network participation

23. Web 2.0 and SOA
Convergence

24. Enabling New
Consumption Scenarios
• Cut-and-Paste
deployment anywhere
on the Intranet
• Consumption of the
SOA in any
application that can
use a URL
• Discovery of data via
search
• Integration moves out
of the spreadsheet

25. Next Generation Enterprises
Are Leveraging Web 2.0
• A change in the way the Web is being used
• Innovative new customer interactions that
shifts most control to users (partners,
suppliers)
– Control over software, data, structure, and
processes
• Pervasive, viral, social and technical activities
that embrace the intrinsic power of networks
• Driven by a move from push to pull-based
systems

26. The New Competitive Advantage Online:
Creating a Compelling Platform Play

27. How an Open WOA
Creates a Platform

28. Result: Growth from Innovation

29. Example: Amazon
• 1st Gen. Product: E-commerce store
– No differentiation
– Scaling of a single site
– Single site
• 2nd Gen. Product: E-commerce platform
– 55,000 partners using their e-commerce APIs live
– Scaling of the Web S3
• 3rd Gen. Product: A series of Web platforms
– Simple Storage Service (S3) EC2
– Elastic Compute Cloud (EC2)
– Mechanical Turk (Mturk)
– Many others
– 300K businesses build on top of what they’ve produced
• 2nd and 3rd generation platforms generate large net revenue

30. The New Philosophy of
Product Distribution
• Jakob's Law states that "users
spend most of their time using
other people’s sites."
• You must design your products
and services to leverage this fact
deeply in the core of their design.

31. What is WOA?

32. The Structure of the Web
• HTTP is the foundational protocol
• When HTTP is used to transport
hypertext, it can use links to refer to
other parts of the Web
• These links are defined, like HTTP, by a
standard and are known formally as
URIs:
– http://tools.ietf.org/html/rfc3986

33. URIs according to w3.org
• Uniform Resource Identifiers (URIs, aka URLs)
are short strings that identify resources in the
Web:
– documents, images, downloadable files, services,
electronic mailboxes, and other resources.
• They make resources available under a variety
of naming schemes and access methods such
as HTTP, FTP, and Internet mail addressable in
the same simple way. They reduce the tedium
of "log in to this server, then issue this magic
command ..." down to a single click.

34. The Short Version
HTTP + URIs = Web

35. The use of HTTP has evolved
extensively…
• There is no limit to the kind of data that can be
transferred via HTTP
– HTTP was originally used for transferring Web pages, images,
and other simple resources
– But now it’s used to transfer pages, data, programs, video
streams, and virtually everything else
• There is no limit to the amount of data that can be
transferred via HTTP
– Server-side push of HTTP data is now possible by technique
• Has proven to be highly secure and scale to global use

36. However, we originally thought open data
transport needed something else

37. What
service
model is
best for an
WOA?

38. SOAP
• Message oriented system
• Everything is inside the message
– Headers
– Reliability
– Security information
• Transport neutral
• XML

39. SOAP Example

40. SOAP Message Structure

41. WSDL
• Web Service Description Language
• Lists operations, services, data types so
that other platforms can learn how to
interact with the service
– Like an interface in Java, but cross platform
• Data types are described by XML
Schemas (XSD)
• Forms the service “contract”

42. High level structure of WSDL

43. More on WSDL
• Can be complex (even huge)
– WSDL is obtuse
• WS-* specifications are far from
pervasive thus services are often not
actually interoperable

44. We tried to fix WSDL

45. The original vision

46. Separate Contract and Service

47. Become this vision…
Vs.

48. RESTful Services
• Representation State Transfer
– Roy Fielding coined the term for his thesis
which sought to provide the architectural
basis for HTTP
• But what is REST exactly?

49. It’s all about resources
• In REST, everything on the network is a
resource
– Resources are addressable via URIs
– Resources are self descriptive
– Typically through content types (“application/
xml”) and sometimes the resource body (i.e. an
XML QName)
• Resources are stateless
• Resources are manipulated via HTTP verbs
and the uniform interface

51. Hypertext and linking
• We don’t want “keys”, we want links!
• Resources are hypertext
– Hypertext is just data with links to other resources
• Data model refers to other application states via
links
• This is possible because of the uniform interface.
• Key Point: There is no need to know different ways
to get different types of entities!
• Client can simply navigate to different resources
• The uniform interface allowing different types
greatly lowers the barrier to consumption.

52. Getting a network resource
• GET is safe
– If original GET fails, just try, try again
• Note that not all HTTP resources follow
this rule properly
– The rule: Be liberal in what you accept and
strict in what you transmit

55. HTTP is scalable
• Just look at the size of WWW today
• HTTP has built in mechanisms for caching
resources
– All communication is stateless
– Session state is kept on the Client
• Client is responsible for transitioning to
new states
• States are represented by URIs

56. Basic Guidelines
• Information is stored as resources (like a Web page)
instead of a traditional RPC Web service.
• Every resource can be located via a globally unique
address known as a Universal Resource Identifier.
• Resources are manipulated by HTTP verbs (GET, PUT,
POST, DELETE)
• Manipulation of network resources is performed solely
by components on the network (essentially browsers
and other Web servers).
• Access to resources must be layered and not require
more than local knowledge of the network.
• Full details at: http://hinchcliffe.org/archive/
2008/02/27/16617.aspx

57. Advantages to REST
• Linkability: Everything is accessible and addressable via
a simple URL
– Countless benefits from discoverability to consumption to
analytics and link ecosystems
• Simplicity (easy to provide/consume)
• Uniform interface
• Testable via a browser
• No WSDL or traditional service contracts
– Allows minimal surface area contract checking (more on
this)
• Is easily consumed by dynamic languages such as
Javascript or Ruby
• High performance: Works well with caches

58. WOA: An organic service fabric

59. Is WOA just REST?
• REST is the foundational network protocol for WOA
• WOA also includes a set of consumption models including
such things as mashups and Web widgets (explored here
later)
• WOA also includes a set of widely-used standards and
technologies for data representation, data exchange and
portability that REST itself does not encompass, but is
necessary for a proper and complete architectural
definition.
– http://dataportability.com is a partial list of the “other” WOA
standards. It is not canonical given that WOA is emergent
and not defined by a vendor or standards body.
• Identity, security, Web applications model, new distribution
models are not accounted for by REST alone either.

60. The WOA “Stack”

61. Is WOA also SOA?
• Yes, it follows all the
basic tenets of SOA
including the 8
principles
• So good SOA, and
perhaps the best SOA,
can be implemented
with WOA

62. Differences with traditional SOA #1
• SOAs tend to have a small and well-
defined set of endpoints through which
many types of data and data instances
can pass.
• WOAs tend to have a very large and open-
ended number of endpoints; one for each
individual resource. Not an endpoint for
each type of resource, but a URI-identified
endpoint for each and every resource
instance.

63. Differences with traditional SOA #2
• Traditional SOA builds a messaging
layer above HTTP using SOAP and WS-
* that provides unique and sometimes
prohibitive constraints to the Web
developer.
• WOA finds HTTP and related transfer
mechanisms to be the ideal layer of
abstraction for most applications.

64. Differences with traditional SOA #3
• SOA was designed from the top-down
by vendors to be tool friendly
• WOA was emerged from the bottom up
from the Web developer community
naturally. It has the best support in
simple procedural code and an XML
parser and is widely support by modern
Web stacks.

65. Differences with traditional SOA #4
• SOA uses WS-Security and other
sophisticated standards for security,
while WOA tends to just use HTTPS,
OAuth, and HMAC-SHA-1.

66. Differences with traditional SOA #4
• SOA uses WS-Security and other
sophisticated standards for security,
while WOA tends to just use HTTPS,
OAuth, and HMAC-SHA-1.

67. Situating WOA in the
enterprise:

68. State Representation
• XML is most common
• JSON is becoming very popular
• YAML - http://yaml.org
• Fast Infoset - http://java.sun.com/
developer/technicalArticles/xml/
fastinfoset/
• http://jsonml.org/

69. What is a “mashup”?
• “A mashup is a Web site or Web application
that seamlessly combines content from more
than one source into an integrated
experience.” - Wikipedia
• Content used in mashups is usually sourced
from a 3rd party via a public interface (API)
• Other methods of sourcing content for
mashups include Web feeds (e.g. RSS or
Atom), and JavaScript/Flash “widgets”

70. Mashup Examples
• HousingMaps.com
• ChicagoCrime.org
• Flashearth.com
• Zillow.com
• Pickaprof.com
• Tagbulb.com

72. Web apps that
integrate in real-time…
• Example:
http://pipes.yahoo.com

73. The Focus:
Rapid Business Solutions
• Full resources of the
Web and the Intranet
• Enterprise context
around management,
security, privacy, etc.
• Gives everyone in the
organization the ability
to leverage the SOA.
• Lightweight, simple
model using WOA.

74. Why is Web-Oriented Architecture
Important for Mashups?
• The most commonly used Web service
approaches “in the wild” turn out to be the ones
based on the “grain” of the Web:
– Representation State Transfer, or REST.
• Created by Roy Fielding, the co-creator of HTTP, the
fundamental protocol of the Web.
• Designed to fit naturally into Internet architecture
• Extremely simple, not a standard, just a style of using HTTP
• Fully embraces the workings of HTTP and uses its verbs
(GET, PUT, POST, DELETE) on top of a granular, sensical
URL structure to indicate what is to happen.
– RSS and ATOM
• ATOM is REST

75. What does an organization
with WOA “look” like?
• A rich web of REST resources.
• Simple tools to weave the Web of
resources into new applications.
• Highly consumable and reusable WOA
“parts” including widgets, gadgets, and
embedded social apps.
Open Web APIs exposed on the Internet to
ad hoc partners.

76. Major Opportunities in 2009
• Strategically move IT
infrastructure to the cloud.
• Embrace new low-cost
economic models for SOA.
• Reduce application
development and
integration time/
expenditures with new
platforms and techniques.
• Open your supply chain to
partners on the Web.

77. WOA Conclusions
• WOA is already the dominant model for networked
applications today
• But it has largely emerged under the radar (no big
vendors behind it)
• WOA can enable the richest possible outcomes on
the network
– And it’s probably the shortest route to get there.
– When in doubt, ask “What would the Web do?”
• Transition of tools, techniques, and architectural
styles is required by most practitioners.

78. Wrap-up:
Questions?
For Slides:
dion@hinchcliffeandco.com